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Adidas partners with African Skate Community Waf. for Superstar ADV
Adidas has partnered with African skate community Waf. (Wafflesncream) to create a collaborative edition of the Superstar ADV. Marking the sportswear brand's first partnership with a Nigerian brand and its first with an African skate community, presale for the sneaker launches today ahead of its global release in October. Waf. was co-founded in...
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Spain's World Cup victory: new kit, sales surge for Adidas, and market challenges
The second star now has its place on the Spanish national team shirt. The emblem immortalises the team's second World Cup victory after defeating Argentina on Sunday. It joins the star commemorating the 2010 title win in South Africa. La Roja's kit, now featuring the second star above the crest, will hit the market in the coming weeks. Adidas,...
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From Louis Vuitton to Adidas and Silbon: fashion celebrates Spain's second World Cup win
Madrid – Spain’s dramatic FIFA World Cup victory over Argentina has triggered celebrations far beyond the football pitch, with leading fashion and luxury brands joining fans in marking the nation's historic second world title. Moments after Spain captain Rodri Hernández lifted the coveted FIFA World Cup trophy, presented by FIFA President Gianni...
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How Messi carried Adidas ahead of Nike in sportswear's media race
Adidas closed the first half of 2026 as the sportswear industry's most visible brand, generating 1.9 billion dollars in Media Impact Value (MIV) between January 1 and June 30, according to data from Launchmetrics. The figure represents a 12 percent increase over the second half of 2025 and places the German brand ahead of Nike, which recorded...
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Adidas Team apparel to be exclusively distributed by S&S in the US
S&S, a leading wholesale distributor of apparel and accessories in North America, has closed a deal to be the exclusive U.S. distributor for the Adidas Team apparel collection. The agreement reflects more than a decade of partnership between both companies. “This is an exciting new chapter in our relationship,” said Kendall Whitley, vice...
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Adidas versus Nike: Guerilla marketing ahead of DFB switch
Adidas will soon have to hand over the German national football team to its rival, Nike. At the World Cup, the sportswear giants are teasing each other. Nike could not pass up this perfect opportunity; the pun on the location was simply too good. “Hello New Jersey,” read a huge Jamal Musiala banner that the US sportswear giant's advertising...
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Tracksuit jacket becomes air conditioning: Rick Owens and Adidas defy Parisian heat
Rick Owens, known for his dark, avant-garde collections, has collaborated with German sportswear giant Adidas for spring/summer 2027. The US designer showed his latest designs in Paris early on Thursday. The puffed-up jackets, created in collaboration with Adidas, particularly caught the eye. The black track jackets with the three stripes and...
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Adidas leads fashion and sportswear names in Kantar's consumer sustainability ranking
Adidas is the highest-ranked fashion or sportswear brand in the first edition of Kantar's Sustainability Consumer-led Brand Ranking, placing third overall in a study published in June 2026. The German sportswear maker is joined in the global top 20 by The North Face in 11th, Veja in 16th, Nike in 17th and Dove in 18th, with cleaning brand Ecover...
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Macy's, Dick's, Target, Walmart: How major US retailers are leveraging the FIFA World Cup 2026
With the opening whistle of the FIFA World Cup 2026 blowing today, a month-long celebration of football–or soccer–begins across the host nations of the US, Canada, and Mexico. The event is expected to contribute 30.5 billion dollars to the US gross economic output alone, according to Goaleconomy, with retail and real estate positioned as sectors...
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Adidas unveils retail partnership with Nordstrom for World Cup
German sportswear brand Adidas is teaming up with American retailer Nordstrom to offer immersive installations and pop-ups as part of its FIFA World Cup 2026 celebrations. Spanning 35 Nordstrom doors nationwide, an immersive Adidas anchors the partnership at The Corner installation at the Nordstrom flagship in New York City, which runs until...
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Adidas: Timothée Chalamet campaign creates buzz ahead of the 2026 World Cup
One month ahead of the 2026 World Cup, Adidas has unveiled Backyard Legends, an advertising campaign featuring Timothée Chalamet alongside living football icons. The film highlights the German brand's ambition to bolster its lifestyle image. Titled Backyard Legends, the Adidas campaign is a five-minute short film. It brings together a celebrity...
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26 Nations, 26 Stories: How Adidas navigates global culture through football kit design
In less than two months, one of the world's biggest sporting events, the men's Football World Cup, is set to take place. The tournament, this time held across Canada, Mexico and the US, is not only the sporting event of the summer. It is also the grand finale of a historic collaboration: Adidas as the outfitter of the German national football...
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